Since setting up in sunny Brisbane we’ve seen a fair few impactful foodie campaigns come to life.  

From the recent buzz of the Women’s World Cup to a notable KFC club night, it’s safe to say we have some favourites! 

So, let’s delve into why some caught our eye… 

KFC: Reinventing club culture

KFC Australia made a daring and delicious move into the nightlife scene recently. 

Down in Sydney, the “Fried Side Club,” opened its doors in a secret location, for one night only on October 21st. 

Hosted by chart-topping producer Luude and other local artists, partygoers entered the secret venue through a fridge door and enjoyed free KFC sliders all night, including a new secret menu item, Luude’s Zinger Sliders. 

Guests could also purchase exclusive KFC x Luude merchandise, with profits going to the KFC Youth Foundation. 

Good, right? Here are a few reasons why it worked: 

• Aussie love for fusion: Fusion is right on trend, whether it’s combining food, interior design, fashion or experiences. By combining the comfort of KFC with the thrill of nightlife, this campaign hit the sweet spot. 
• Exclusivity: Limited edition items created a sense of urgency. By making the products exclusive, KFC was able to generate high demand, prompting swift action and buy-in from consumers. 
• Experiential marketing: Allowing people to experience the brand in a novel setting fostered a memorable connection. Experiences like craving fried chicken after a night out are inherently shareable, amplifying the campaign’s impact. 
• Cultural relevance: The campaign tapped into the growing popularity of unique and immersive dining experiences across Australia. This also aligns with KFC’s contemporary culture and penchant for novelty! 

 

McDonald’s: Celebrating sports with sauce

Maccas hit the mark with its “Sauces Around the World” campaign, introducing unique Wasabi Flavoured Mayo and Outback BBQ Sauce to celebrate the FIFA World Cup taking place across Australia and New Zealand. 

The campaign harnessed the excitement and enthusiasm of fans, coupled it with their love for Maccas and a good, limited edition menu item and appealed to the international crowds flocking in to enjoy the tournament. 

Here’s why it scored big: 

• Innovation & variety: New, diverse flavours add excitement, attracting customers keen to try and be a part of the exclusive product. 
• Timely tie-in: Coinciding the launch with the FIFA Women’s World Cup , leveraged a globally recognised event for added relevance and attention. 
• Cultural appeal: When so many countries were coming together to celebrate women’s football, introducing international flavours resonated with a diverse audience, fostering a sense of connection and adventure throughout the sporting event. 
• Social media buzz: Unique flavours inspire online engagement, encouraging user-generated content and expanding the campaign’s reach.

 

Dairy Farmers: Elevating ‘everyday moments’

Bega Group’s product line Dairy Farmers introduced a fresh masterbrand platform in collaboration with AJF Partnership, putting a focus on how the brand is associated with everyday Aussie life and experiences.  

The campaign launched across TV, social media, digital platforms, and Out-Of-Home advertising, focusing on showcasing Dairy Farmers’ products within daily routines.  

These moments range from a simple cup of tea shared with a friend to enjoying chocolate milk during a road trip. 

Here’s why it connected with consumers: 

• Creative concept: The Dairy Farmers’ campaign focuses on the subtleties of daily life, emphasising how their products enrich ordinary moments.  
• Multi-platform launch: The campaign spread across diverse platforms, encompassing television, social media, digital channels, and Out-Of-Home advertising. This expansive approach ensured that their message reached Australians of all ages and backgrounds. 
• Creative drive and direction: Scott Walker, Executive Creative Director at AJF Partnership, shared, “This campaign celebrates life’s small yet significant moments, shaping our memories. Regardless of the day you’re having, Dairy Farmers enhance it with a sip, dash, dollop, or smothering of our dairy goodness.” Yet so simple, it created a longstanding connection between small meaningful moments and their brand.  
• Historical context: Dairy farmers’ latest campaign marks a significant milestone, following Bega’s acquisition of the brand in January 2021. This masterbrand launch builds on the success of their previous major campaign, reinforcing their presence in the hearts and homes of Australians.

You can watch the advert below:

Which one do you like the most? Let us know by dropping us a message on Instagram @liquid_aus. And if you’re looking for a Brisbane PR agency to support your organisation with creative communications, get in touch today!